Today I am teaching my “Digital Planning” class again at INSEEC university. For those who don’t know this is something I have been doing for a few months. We usually split the students into 5 or 6 groups and today I am planning on doing an in class exercise where each group will tweet me and then I will send them back a clue as to which of the below briefs they have. They will then need to create the intended social media channel and a solution to these briefs and present their plans in front of the class. Next week, we will have our next class and see how they have progressed! New things on the internet will happen as a result – interesting stuff! Big thanks to our lovely marketing intern Diana Huth for her help and structuring of the below!

Marketing brief – It’s all in a meme

Scenario: The Institute of Memes knows that memes are popular on the internet, but they have been asked by the government to take a tour around adult learning facilities, care homes and large investment banks to teach the older generations what memes are.

This means they have to explain:

What are memes?

Examples of 5 memes?

The most popular memes of 2013?

The most popular memes of 2012?

What are the channels people use for memes?

Primary Channel: Pinterest

Objectives

Come up with a plan on how you will use experiential teaching and Pinterest to:

Highlight the best memes

Help people see what memes are

Show positive stories of how memes help society

Budget

There will be no budget available for this campaign. Therefore use the power of social media that are free of media costs.

Marketing brief – Kurt Cobain

Project background:

Kurt Donald Cobain was an American rock music legend. The most famous song of his grunge band ‘Nirvana’ is “Come as you are”. Tragically, Cobain was only 27 when he committed suicide in 1994. Now, 19 years later, it is feared that Kurt Cobain will soon be forgotten and the next generation does not seem to care much. However, the topic of celebrities committing suicide and young people suffering from drug/alcohol abuse and depression is highly up to date. In addition the term “27 club” refers to musicians who died at the age of 27.
The campaign shall be designed to remind of the issue of suicide by remembering the tragical death of Kurt Cobain.

Objectives

Raise awareness about the life and death of Kurt Cobain

Find existing content and share it

Show the influence he had

Aim this at the new audience of people between the ages of 16-24

Primary Channel: Tumblr

Budget

There will be no budget available for this campaign. Therefore use the power of social media that are free of media costs.

Marketing brief – Fitspiration

Project background:

There are people all over the world who lead unhealthy sedentary lifestyles. Too much junk food, not enough exercise, and overly busy lifestyles mean that people don’t make time to prepare healthy meals or work out. They need motivation.

Objectives

Find existing examples of fitspo/fitspiration accounts

Create unique content which is inspirational and promotes good healthy habits

Ensure that you are not promoting fanatical unhealthy obsessions

Keep messages positive

Find recipes/tips etc to help

Build a following of at least 200

Primary Channel: Instagram

Budget

There will be no budget available for this campaign. Therefore use the power of social media that are free of media costs.

Marketing brief – Save the Planet

Project background:

Precious resources come to an end, the climate change is taking place and the process of extinction seems to be accelerating. The earth loses its balance. However, everyone can make a difference. Find ways to raise problem awareness and give solutions to help saving the planet.
Try not to address too many issues at the same time.

Objectives

Raise problem awareness about how the balance world is threatened and

Provide examples to help the planet

Share content which has solutions

Create a following

Primary Channel: Facebook

Budget

There will be no budget available for this campaign. Therefore use the power of social media that are free of media costs.

Marketing brief – World Hunger

Project background:

13% of the world’s population is hungry. That’s roughly 925 million people who go undernourished on a daily basis, consuming less than the recommended 2,100 calories a day. At the same time, parts of the world throw tonnes of food out. The project shall provide hunger facts to encourage people to care more about their food and about those that are not having enough.

Objectives

Raise problem awareness about how many people do not have enough to eat and what we could do to fight the world hunger

Achieve more than 50 clicks / shares between now and next week

Share content which has solutions

Create a following

Primary Channel: Facebook

Budget

There will be no budget available for this campaign. Therefore use the power of social media that are free of media costs.

Marketing brief – New Healthy Drink vs Red Bull

Project background:

A new brand is coming out onto the market which is going to provide the energy enhancing benefits of Red Bull and will be all natural – free of sugar and preservatives. It will be based on coconut water, and sweetened with apple juice.

Objectives

Come up with a name for this drink

Research the brand story behind Red Bull

Create a brand story for the new drink

Research and curate the existing market and provide examples of how Red Bull has captured it’s market – what campaigns have they run? How have they been used? What were the results?

For each example you find of Red Bull’s marketing success and journey, come up with something that will create a similar buzz – and create a selection of ideas which can begin the new brands journey to popularity and to eventually overtake the market share of Red Bull.

Primary Channel: Pinterest

Budget

There will be no budget available for this campaign. Therefore use the power of social media that are free of media costs.

So, let’s see what the students come up with

I have just started with this new group of students and they have really impressed me so far with their dilligence, commitment and hard work. Not only that, they have already come up with some amazing creative ideas in previous classes. So, I am really excited to see what the results of the above marketing briefs are! Comments welcome below – as usual!

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About the Author

Keren Lerner

Keren is the founder and CEO of Top Left Design and runs it with passion and drive. She truly believes that communication is the key to making the world a better place and loves how great design and marketing makes it easier to communicate and understand.